Via Citrus

THE CHALLENGE

Based in the Sunshine State, Via Citrus conveniently delivers fresh citrus trees directly from Florida farms to your door. You can easily grow your own fresh lemons, limes, or calamondins, while creating more sustainable income for farmers and their families.

As a young company, they needed us to help them educate their audience as to who they are and why they matter.

THE APPROACH

To promote their brand promise and tagline, Grow Something Different, we created an extensible brand awareness campaign around a complementary concept: Brighten Your Moments. The narrative conjures a tableau of settings where your Via Citrus plant can thrive — a kitchen island, courtyard, poolside, or elementary school classroom — demonstrating the sheer pleasure and simplicity of owning one (or more than one).

We brought the concept to life by producing two anthem films, three social clips, and a photo gallery woven throughout their social platforms and website.

Focus Lab took our collective anxiety/inexperience and helped us create a campaign that will successfully showcase our product for years. Their ability to understand our need and collaborate with us to create a vision was killer.

Charley Todd, Co-Founder

BEHIND THE SCENES

A look behind the curtain: from our first round of concepting, to pre-production mockups, to moments on our various sets.

Rollout

After the assets were finalized, we built a campaign launch strategy for the Via Citrus team. We outlined the proper way to utilize all of the assets created for the campaign, as well as a campaign calendar with a roll-out strategy for their website and all social platforms.